KOREA Tourism Organization (KTO) will expand its marketing focus to include MICE markets in Europe, the US and the Middle East next year, following its success in tapping China and South-east Asia.
KTO Incentive & Exhibition Team assistant manager, Kim Young Sil, told the Daily: “We were given a significant increase in budget this year and we are expecting another increment next year. With this, we want to expand our market.
“We have had MICE events from Europe and the US, but compared to neighbouring destinations like China and Japan, we feel that the markets’ awareness of South Korea is not really there yet.”
Kim explained that there were instances of foreign trade buyers asking what South Korea had to offer for MICE, and whether KTO represented South or North Korea.
KTO’s 2013 marketing strategy will focus on Western Europe, including Germany, the UK, France and Spain, while in the Middle East the bureau will seek to court high-end corporate meetings and incentives.
Kim said: “Seoul City has made inroads in the Middle East through its participation in the Gulf Incentive, Business Travel and Meetings Exhibitions over the last few years and we are planning to start entering the market next year.”
Besides exhibiting at travel marts, Kim said KTO would also organise its own road shows to target source markets.
“At some marts we will also sponsor the buyers’ lounge which allows us to showcase our destination, performances and health services (for incentive participants),” Kim said.
Destination branding activities will, however, be different for the Asian, European and American markets.
Kim explained: “In Asia, our campaign highlights our modernity – advanced technology, skyscrapers and K-pop music. In the long haul markets, we will showcase our rich culture. Instead of featuring a K-pop dance performance at our booth during a travel mart, for example, we will put on traditional dances or re-enact a traditional wedding.”
When asked if the timing was right to launch promotions in Europe and the US, at a time when these markets are battling economic woes, Kim said moving in now with destination branding and education would set the stage for business once the situation improves.
Several buyers from the US and Europe told the Daily that stronger destination awareness must be established for KTO to succeed in drawing their clients. Real Events Europe director, Caroline Pocock, whose clients are major banks, said: “I think the biggest problem is (we) don’t know anything about (South) Korea. I know where it is and that it has industries, but why should I put it on the map against Hong Kong?”
US Travel manager, Hyun Hee Kim, also called for strong incentives to balance out the high cost of flying clients to and within South Korea and pricey land components. “Compared to other Asian countries, (South) Korea is an expensive destination,” he said.
Meanwhile, Omeir Travel Agency manager-VIP holidays, John Varkey Kailath, welcomes KTO’s move to go beyond leisure promotion in the Middle East.
